Apple knows that the battle for people s pockets is going to be fought in part in the photography space.

With iOS 10, the company is making it even easier to get to the camera in a hurry, but in an effort to remind people that they re already carrying a great camera around with them, Apple is launching a new round of its popular Shot on iPhone advertising campaign.

Chances are that the answer is never i.e.

you don t have a SLR camera in your laptop bag , and always i.e.

The new featured images are focusing on the bright, vibrant colors you ll find in the world around you, and the campaign is focusing on highlighting photography local to where the billboards are going up.

The campaign — dubbed Colors by the Apple creative team, can be found in what has got to be one of the broadest-reaching art exhibits in the world, across billboards in the U.S., Canada, U.K., Australia, France, Germany, Italy, Spain, Switzerland, Turkey, Russia, UAE, Brazil, Chile, Colombia, Mexico, Japan, Singapore, Hong Kong, India, Korea, China, Malaysia, New Zealand and Thailand.

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